Assignment-05

Case Study

The new Napster changes the music marketing mix

Analysis:-

v This case study is about Nepster online strategies regarding online marketing ideas and widely used its service for “free peer to peer (P2P)” music sharing.

v It was created in 1998 – 1999 by the young boy named Shawn Fanning.

v He was the student of Boston’s north eastern University.

v It has direct competition with Apple’s iTunes and provides music subscription service.

v It is not pure P2P it also have instant messaging (IM) works

v Server’s major competitor is RIAA (Recording industry Association of America)

v Some singer launched their songs on Napster but most of singer like Madonna and Eminess by posting some vulgar comments

v It become legal after purchasing by German Media Company named Bertelsmann AG purchased assets of $ 8 billion as part of chapter 11 become bankrupt in US.

v Its objective is “leading global provider of consumer digital music service”

v Its distribution is done by this web site is www.napster.com

v Napster Radio based around songs by particular artists

v Napster Radion play lists based on the songs you have downloaded

v Swapping play lists and recommendations with other usersAfter that Napater brand parched by Roxio, it want to rebred their press play services

v According to BBC (2005) global music market is worth of $ 33 billion and online music capture the share of profit is 5%

v It has many computations and with that it used many strategies to compete

v It has employee power on 31 March 2005 were 135 employees .

v Its marketing strategies based on SOSTAC frame work in that S = Situation Analysis

= Objective setting, S = Strategies, T = Tactics, A = Analysis, C = Consumers

Thanks and regards

Satyapal Singh Shekhawat

PGP II, PGDM (S) Section B

Roll No. 09

Assignment 07

Case Study

Tesco.com increases product range and uses triggered communication to support CRM

Summery of the case:-

ü Tesco is well known Britain's leading food retail group presence in Europe and Asia.

ü Tesco.com including various non-foods ranges (for example, books, DVDs and electrical items) and the telecoms businesses and Personal Finance, as well as services offered in partnership with specialist companies, such as dieting clubs; flights and holidays, music downloads, gas, electricity and DVD rentals.

ü Tesco introduced a clothing web site (Www.clothingattesco.com)

ü Tesco.com now receives 170,000 orders each week

ü Its online sales in the first half of the year were ₤401 million

ü Its profit increased by 37% to ₤21 millionTesco.com recognized as the worlds largest online grocer and its mean competitor are

o Asda.com

o Sainsburys

o Ocado

o ALDI-UK

ü Tesco.com Limited paid £2 million for the exclusive licence to eDiets.com in the UK and Ireland under the URLs www.eDietsUK.com and www.eDi.etsoie.

ü Humby Cind Hunt (2003), e-retailer Tesco.com used to identify six lifecycle categories which are then further divideclto target communications:

o Logged-on

o Cautionary

o Developing

o Established

o Dedicated

o Logged off (the aim here is to win back).

ü Focus on home retail delivery; Wade-Gery sold women's portal iViliage www.ivillage.co.uk) back to its US owners for an undisclosed sum in March 2004.

ü Taylor Nelson Softres Super Panel (see htip://superpanel.tns-global.com).

ü Hitwise listing since their strategy has been to focus on retail formats. These are Morrisons (12.5% retail share), Somerfield (5.5%) and Co-op (5.0%).

ü NMA (2005c) Quotes Nigel Dodd, marketing director at Tesco.com, as saying: 'These are invaluable sources as we have such a strong customer base'.

ü Strategic Approaches which have helped Tesco.com achieve success online:-

ü For existing customer E-mail marketing and Direct mail marketing in used to provide special offer and promotion to the customers

ü Tesco.com basically relies on in-store advertising and marketing to the supermarket’s Clubcard loyalty scheme’s customer base to persuade customers to shop online.

ü They have concentrated more on traditional services which have the demand. For Ex. Tesco Telecom fixed line services attracted over a million customers in their first year.

ü Tesco uses automated event-triggered messaging to encourage continued purchase.

ü Tesco.com has a touch strategy which includes a sequence of follow up communication triggered after different events in the customer lifecycle. For example: Communication after event 1 are indented to achieve the objective of converting a web-site visitor to action, communications after event 2 are intended to move the customer from a first-time purchaser to a regular purchaser and for event 3 to reactive lapsed purchasers.

ü Their Product range development is also one of the key areas of their success. They fulfilled all the Grocery order and also offer more intangible offering such as E-diets and music download etc.

ü They basically focus on improving the customer experience online

ü As they were diversify into new area they started to make home delivery services to the customers like white goods and other products.

ü They has partnership with E-diet, was promoted through the Tesco Clubcard loyalty scheme with mailing to 10million customers a year

ü They promote their services through URL. Tesco can use the dieting Business to grow use of the Tesco.com service and in-store sales.

Thanks and regards

Satyapal Singh Shekhawat

PGP II PGDM (S) Section B

Roll No. 09

EB Assignment: 04

Company Name: Amazon.com
7 P's applied on the website of amzon.com

Product:
Books

Books
Kindle Books
Textbooks
Magazines
Movies, Music & Games

Movies & TV
Blu-ray
Video On Demand
Music
MP3 Downloads
Musical Instruments
Video Games
Game Downloads
Digital Downloads

Kindle Store
Books, newspapers & more
Video On Demand
MP3 Downloads
Game Downloads
Kindle

Kindle
Amazon's 6" wireless reading device
Kindle DX
Amazon's 9.7" wireless reading device
Accessories
Books
Newspapers
Magazines
Kindle Store
Computers & Office

Laptops & Netbooks
Desktops & Servers
Computer Components
Computer Accessories
Printers & Ink
Software
PC Games
Office Products & Supplies
Electronics

TV & Video
Home Audio & Theater
Camera & Photo
Cell Phones & Service
Video Games
MP3 & Media Players
Car Electronics & GPS
Home Appliances
Musical Instruments
Home & Garden

Kitchen & Dining
Furniture & Décor
Bedding & Bath
Home Appliances
Vacuums & Storage
Home Improvement
Patio, Lawn & Garden
Pet Supplies
Sewing, Craft & Hobby
Grocery, Health & Beauty

Grocery
Natural & Organic
Gourmet Food
Health & Personal Care
Beauty
Toys, Kids & Baby

Toys & Games
Baby
Clothing (Kids & Baby)
Video Games for Kids
Clothing, Shoes & Jewelry

Clothing & Accessories
Shoes
Jewelry
Watches
Sports & Outdoors

Exercise & Fitness
Outdoor Recreation
Athletic & Outdoor Clothing
Team Sports
Bikes & Scooters
Golf
Fan Shop
All Sports & Outdoors
Tools, Auto & Industrial

Power & Hand Tools
Home Improvement
Plumbing Fixtures
Lighting & Electrical
Outdoor Power Equipment
Automotive
Motorcycle & ATV

Price:
1. Basically amazon follows bidding system wherein any customer can start bisd on any product starting from Rs. 1.
2. Along with this, customer can also purchase their preferred choice of product at the price charged by them.

Place:
1. amazon provide the facility of online shopping, so the best place to do shopping is sitting at home consulting with your girlfriend, mother, wife, daughter that what type of jewellery do they want.

Promotion:
1. Product is promoted by showing the best pictures and latest features of the electronic product on home page.
2. It also promote its products by displaying products as per festivals.

People:
1. amazon provides the facility of live chat with company's representative to solve our queries.
2. amazon had also its account on Facebook wherein customers can join them and ask for their personal queries also.

Process:
1. Process of selecting an item, bidding and doing payment is user friendly.
2. It provide all options of facility on its home page so that a new customer can easily get what he wants.
3. Customer can also open its account for regular shopping

Physical Evidence
1. amazon is promoting its products with the help of hoarding at public places like bus stand, railway station and highways.

Proud Indian

Ae mere watan ke logo,
zara utho sambhlo, jago.,
dekho-dekho ye rajnetik neta,
kahan le chale tumhare desh ko.
ab bhi waqt hai, cheen lo inke hathon se,
apne desh ko,

pata nahi kis khaee main
fenkenge legakar isko.
bahut kurbaniyo se jiti,
hamne ye azadi ki jang
aaj ki ye rajniti,

pata nahi kya layegi rang.
yadi chahte ho rehna azad,
to utho, sambhalo apne desh ko
mar kar in dhokhebaaz netaon ko dhakka
jeet lo rajniti ki jang.

aur bolo unki jaikar
jinhone lekar di tumhe ye azadi ahirkaar.
khel ke khoon ki holi,
thama di tumhe desh ki doli.

aao milkar sab yatan kare
HINDUSTAN hamara azad rahe, khushaal rahe,
abad rahe saugaat rahe ,
duniya ke sar ka taj rahe,

Happy Independence Day
BE PROUD TO BE AN INDIAN.